The 20 Trillion Price
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The 20 Trillion Price
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Join Data Talks
In this episode of Data Talks, Wolfgang Fengler speaks with Marta Bowles, Chief Communications Officer at NIQ, about how high-quality data, and the AI built on top of it, is reshaping decisions for brands and retailers. Marta traces her path from CPG and direct selling to leading communications at a global consumer-intelligence company, reflecting on what’s changed (and what hasn’t) in the marriage of marketing, data, and technology.
They dive into why Gen X is an under-served growth engine (and how much spending brands may be leaving on the table), how younger generations expect personalization by default, and why granularity, down to panels, SKUs, and omnichannel behaviors, matters more than ever. Marta also shares NIQ’s platform shift, the role of human judgment alongside AI, and practical ways companies can use data to move faster and smarter.
Topics: generational spending (Gen X vs Gen Z), data quality as AI’s fuel, omni data and panels, IPO-era transformation, and career advice for the next generation entering insights.
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Data Talks is produced by World Data Lab, bringing global data to life through insights, conversations, and stories that matter.